Some jobs flourish in times of prosperity and they bring lots and lots of money. Some other jobs attend to the other category called “necessity” like selling grain foods, fish and poultry ..etc. or sell basic hardware … etc. When you look at the prices and revenues of each , you can’t help it but think. A small grocery store sells generally essential stuff, and margin of profit may be OK or good, but look at 5 star anything, and that is where money is pouring. A few years back , maybe first year of my marriage I went into a store and asked about the price of a dress for my wife. He told me it was the equivalent of US$ 550 !!! He looked at my face and followed : Oh, we will give you a discount ! That day I realized there were two different worlds. That dress cannot be more than $20 max where I usually shop. Even if I was ignorant of dresses ..etc. my wife later confirmed such pricing is a rip-off. A few years later I was in Italy in a biz trip and wanted to buy something for DW. Most them ladies love small handbags I thought. So, I went in a store and asked about a small one. The answer was about US$ 800 !!! ummmm . Did I say I was shocked ! My wife buys a bag almost every month and none of them has exceeded $ 25. So , there are indeed two worlds around us. We generally understand and agree that (you get what you pay for) with regards to functionality and quality. But common, 2 or 3 times, or even 5 times the price is understandable , but 20-30 times difference ??? This thread is not about envying those shopkeepers , or laughing at those customers , it is rather an attempt to understand the psychology of people paying such big money for generally non-essential items, and avoiding the less costly route of preparedness which doesn’t cost anywhere near that. A guy I know built his big house and put lots of fancy furniture. I have focused my attention on the non-essential stuff he put there. There was a large vase that must have cost $$$ 1000s …. But at the same time, there was NO fire extinguisher in the house ( around US$30-50 each). Why do you think people do that ? And do you think us preppers should look for 5 star businesses that bring real big money like selling Rollexes and diamond instead of small engine repair or selling seeds ?